Download PDF

Customer relationship management in practice – A qualitative study

Paper
First Online:
Received:

Abstract

This paper reports the results of a qualitative study into the implementation of data-driven customer relationship management (CRM) strategies. Seventeen companies are investigated and three short case studies are presented. It is found that clean customer data are essential to successful CRM performance and that technological support for data acquisition, analysis and deployment are not widespread. Clean customer data enable CRM strategies to be both more effective and more efficient, yet not all companies are investing in improving data quality.

Keywords

Database Marketing Customer Relationship Analytical CRM e-CRM Direct Mail Telemarketing Targeting Segmentation Behavioural Analysis Systems Profiling Campaign Intelligent e-marketing Interactive Market Modelling eCommerce Internet Information Management Research Data Protection 
Download to read the full article text

Copyright information

© Palgrave Macmillan 2001

Authors and Affiliations

  1. 1.Influencer Marketing Manager for IBM’s Global Business Intelligence Solutions, EMEA
  2. 2.IBM Professor of CRM, Bristol Business SchoolUK
  3. 3.Littlewoods Professor of Customer Relationship Management, Manchester Business SchoolUK

Personalised recommendations